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Recently, nearly two million people were playing the game Adopt Me at the same time, and 60 million play it every month. Those numbers would be enough to make Adopt Me one of the top played games on Steam. But you can't play Adopt Me on Steam. This popular online social game about raising families and pets is one of many experiences available inside Roblox, a platform for play and creation that's become huge amongst younger audiences, in which many are playing using fuzzy touch controls on a hand-me-down iPad from a parent.

Most people have probably heard of Roblox, or its recent blockbuster public stock offering. Through Roblox, Adopt Me is now big enough—and importantly, sustainable enough—that its developers have grown in ambition and want to be a multi-game studio within Roblox. The studio's new name is Uplift Games, a place aiming to offer health insurance but without crunch, moving from its two-person origins to more than 100 developers by the end of 2022.

"One of our goals is to be sustainable," said Uplift Games director of business operations Josh Ling in a recent interview. "A lot of Roblox games will go up and down. It's very trend-oriented. But Adopt Me has managed to stay quite high up for years."

Ling has been with Uplift, which has gone by a handful of names before landing on its new identity, since 2019. At the time, Uplift was barely more than its two secretive two founders, known online as NewFissy and Bethink. The two designers met one another while playing Roblox, and actively decline to speak in public because "they don't want to be the story," and "they want the game and the studio to be the story," according to a company representative. 

One reason for the ups and downs of Roblox games, Ling argued, is because many games are made by young teams whose one-off idea quickly takes off and develops a community that wants more. The people on Roblox are the same drivers of YouTube, a generation who expects more at the pace of weeky, if not daily. YouTube and Roblox are intertwined, with YouTube creators driving the engagement that leads to these temporary bouts of popularity. 

"Roblox is particularly bad for it because there's this demand for that weekly content drive and these young people don't necessarily have the experience to deal with that," said Ling. "They just work themselves to the point of burnout and then they stop updating the game for a few months and then it falls off the charts. And you see this cycle repeat again and again."

Adopt Me staying popular for years, allowing the studio to hire 40 people and shift through several names before landing on Uplift, is reflective of the professionalization of Roblox.

"Roblox" is not a game but a platform. It's better to think of Roblox like Unity or Unreal—a set of tools for people, especially beginners, to make games out of and easily share with one another. But whereas developers license the use of Unity or Unreal and publish their games elsewhere, everything made with Roblox stays within Roblox, and developers make money through how much players spend in-game ("engagement time") and paying for various microtransactions. Roblox expects to pay out $250 million to developers in 2021 alone, but the exclusivity comes with a steep cost: Roblox takes 78 percent of your total revenue, compared to 30 percent on Steam, Xbox, or PlayStation. That's a massive difference.

"When I tell my more traditional dev friends this number they are shocked," said Ling to Motherboard in 2020. "We have a great relationship with Roblox and are thankful to be working alongside them to continue growing the platform, but I'd be lying if I said I didn't cringe a little when I look at the numbers and see that we only get ~23 percent of the money our players are spending in our game."

Knowing that, it's even more remarkable that Uplift believes it can hire 100 employees.

At first blush, Roblox is chaos to outsiders. Its Second Life-adjacent aesthetic is deeply off-putting, and even a project with the resources of Adopt Me rejects the ultra-slick polish visual often associated with mainstream games. It's a world that has developed its own distinct visual and design language, where developers eschew fancy visual effects, because they need games to run on ancient iPhones. 

In the first few minutes of playing Adopt Me, I'd inherited a giant egg as my child that I promptly fed a few cups of coffee before it cracked open and a dog was now my pet. There are tens of millions of people who are doing this every day, and it is considered very normal.

"You look at these [Roblox] games and they maybe don't look very visually interesting or they use a lot of the same assets and stuff," said Ling. "But under the hood, it's a fully fledged game engine developed by Roblox, half of the way to Unreal or a Unity."

There's a reason a designer like Terry Cavanagh, known for an iconic platformer like VVVVVV and roguelike deck builder Dicey Dungeons, recently made a game in Roblox. Eventually, the size of the audience is too big to ignore, and are underserved by creative minds from the "traditional" games industry not giving the Roblox players their attention.

Roblox has been around since 2006, long enough for people to grow up in Roblox, and come out the other side with their philosophy of games (and game creation) bent through it. Some people on the Adopt Me team have Roblox to thank for setting themselves up for a career that now includes working on a Roblox game. But Ling is also discouraged by the players and developers who don't view Roblox—and by extension, Adopt Me—as legitimate. 

"No one knows about Roblox, really," said Ling. "They're just starting to discover it now. There's a lot of education. We've hired a few off platform people, you could say. We're a split between native Roblox people who have a ton of Roblox experience and more traditional industry people who have to be onboarded. We're trying to use the best of both worlds."

Part of the process of further establishing Uplift, then, is to continue bridging that gap.

Development on Adopt Me started before COVID-19 prompted an unexpected shift towards working from home for many people. All along, Uplift has been what Ling describes as a "remote first" company, meaning it hasn't prioritized hiring people based on their location. The difference now is that Uplift is making that part of its broader pitch to other creatives.

"Suddenly your hiring pool becomes anyone anywhere in any region that you're allowed to legally hire," said Ling. "You don't have to hire people who can commute to London or San Francisco."

The goal is to have what Ling calls a "zero burnout studio." That's behind the desire to hire people where they already are. That's why Uplift makes avoiding crunch a top-down ideal. In the past, Adopt Me had a weekly update schedule that resulted in crunch, and the studio's response was to hire producers who split the team up and had them working on different content, giving one another breathing room. They also spent engineering time building new tools to produce pets and other content faster. Roblox, despite being exceedingly popular, does not have the same robust development community as Unity. They made their own.

"The platform improves over time, but there are these limits that you are up against," said Ling. "I'm also not sure that limits are necessarily a bad thing. Limitation breeds creativity in certain aspects."

The setup, where some parts of development are in Uplift's control and others are at the whim of Roblox, leads to fascinating dynamics. There is a chat room in the corner of Roblox, no matter what you're playing around with, and that chat room isn't moderated by the game developer. At one point, I was playing Adopt Me and watched several people debate if one user was a liar because another user claimed to have seen them pull some shady business elsewhere. Whatever happens inside that chat room, for good or ill, isn't touched by Uplift. 

Adopt Me does have its own internal support, where the studio parses feedback from older players and parents writing on behalf of their children. Once, an Adopt Me parent wrote in because their child was taking advantage of the game's daily reward system. The system was generous, offering rewards as soon as 15 hours and as late as 60 hours after a certain day, because "maybe you had homework or something," according to Lin. But this child was now setting their alarm clock for every 15 hours to have multiple pulls at the daily reward. 

"We were mortified," saig Ling. "That wasn't the purpose of it. We quickly fixed that. You can still claim it in 50 hours, but you have to wait the full period before claiming again."

Other times, Uplift finds itself in the position of having to parse dramatic interpersonal conflicts between players. It's common for younger players to share their passwords with one another, ala adults sharing a Netflix subscription, but this leads to scenarios where a player might secretly log in to another person's account, trade away all of their valuable pets and other collectibles, and pretend nothing happened. Then, Uplift gets to play detective.

"No one knows about Roblox, really. They're just starting to discover it now. There's a lot of education.”

As humorously dramatic as that might sound, it's no dirtier than what older "gamers" regularly get up to online, and Ling's experience in spaces like Roblox has been positive.

"You think gamers online [and] anonymous—it's going to be a bunch of negative interactions, bullying or other hateful stuff," said Ling. "But what I actually found is that compared to the older gamer communities that I worked with in the past, the kids [on Roblox] are actually a thousand times better with regards to things like inclusion, especially with regards to LGBTQ+ issues."

This inclusiveness in the community is meant to be part of the DNA of the studio, too.

"We have people of color and trans people in senior positions, in managerial positions," said Ling. "Compared to the places I worked in the past, I just thought it would be nice to work somewhere where you're not going to get misgendered at work or you're not going to have to explain to your boss why it's not OK to say a certain thing."

Uplift is juggling a lot at once, between trying to legitimize and expand Roblox development to a wider and more skeptical community, building a sustainable business in an environment known for boom and bust trends, and managing a community growing in the tens of millions.

"We know that making games at this scale is possible," said Ling. "You can make successful popular games whilst being remote first, whilst offering good benefits, and whilst allowing the people who work for you to be themselves."

Follow Patrick on Twitter. His email is [email protected], and available privately on Signal (224-707-1561)



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before those video stars we're going to be doing a giveaway we're going to be giving away a neon flyable rideable dragon to one of you guys to enjoy this giveaway all you have to do is make sure to leave a thumbs up on this video make sure you are subscribed to my channel and unicorn twins and of course make sure to leave your


username in the comment section down below and as always make sure you start code i am santa when buying robux hi booty hey santa i am so nervous right now

best builders vs iamsanna and moody in adopt me roblox

because we i i think we messed up we should have never never asked them to do this because we're gonna feel so bad


oh yes this challenge is gonna be quite embarrassing for us today it's me and


versus poetic demon and madame madhouse and if you guys don't know who they are they are some of the most talented




me we've ever come across and me and


we're self-taught we're noobs so this is gonna be very interesting this build challenge is

gonna take 30 minutes and i i'm about to pee myself


what i do don't be yourself but we literally have 30 minutes to complete this build and we both have our own themes that we're gonna do me and


we're gonna go for a winter slash christmas themed build we have no idea what kind of theme they're going for so this is gonna be really really exciting oh yes i'm excited to start this are you ready oh my god three two one go come on guys the 30 minutes has started

and i am so nervous right now oh my god i'm gonna i'm gonna poop my pants oh my god i am so nervous okay so we are gonna go for a winter build so we already have the walls and the floor just colored so what we're gonna get started with uh what are we starting with uh i guess we start with our little carriage area over here oh yeah i was thinking maybe of making like a nice carriage so how about i get started and do that okay i am honestly i i'm too nervous


i ca i don't

think i can do this i don't think i can do it oh yeah me and santa we've tried to plan out a little bit what we were gonna do beforehand because we're just so nervous yeah don't tell them that don't tell them okay i need to get the wheels out one we got this right oh my gosh how's it going


are you okay yeah it's gonna be a square tunnel i think that's


that's fine that's fine as long as we get this done we literally have 30 minutes you guys might

think that that is a long time but it really really isn't i mean if you guys have seen these their builds before you know that this is not enough time for us to to do better than them i think we've given that up already we just know we're not going to do as good as them that that's for sure but we want to try to do something good we want to impress them right oh yes we're going to impress them with our building skills a little bit of the carriage is already done you see i

think okay good santa don't stress we got this we got this oh look at that road looks so cool


what you just did that looks so amazing thank you thank you and now i'm gonna start um but we wanted to do like a little cabin thing right here oh yes with some hot chocolate inside of it yes yes yes yes it's just cake i'll get started on the bread because i know that's gonna take forever oh my god with the bread okay


please all right so what do we need to get start with

next wait are you getting started with the chairs yes i'm gonna try and do the chairs okay well i'll do some chairs at the same time as you yeah i was wondering how we were gonna do it like do we have to do it wait okay what are these chairs called again uh beanbags okay no i was thinking like this what we were gonna do is like have them uh like facing this way so we have like one here and one here and then we have two on the other side oh okay like this so you can see them from

best builders vs iamsanna and moody in adopt me roblox

everywhere you know yes let's do that so what we are actually planning on doing right now is making these santa chairs type of thing where we add santa's face and stuff onto here oh my god what about what if we added some snow falling from the sky oh yes do that oh my god okay well then i need a seat we need a chair to glitch out of here first okay but i need the new for you to look at it and and help me out to see if it actually looks good or not because this could go either way okay i

got you all right um i need to put another seat over here uh let's sit over here oh my god okay this is a little bit scary how do i get up here how do i get up here i'm so stressed maybe i just need to put a bunch of chairs here so i can move from chair to chair


i didn't figure this out no yeah um reindeers would definitely need antlers this is gonna take a while oh my god oh my god oh my god oh my god let's go up over here okay i'm gonna get started all right okay

i'm just gonna get started with two of them now uh to see how it would look okay all right okay how does it look um oh that looks cool do i need to put it closer does that look better or further away i guess right there is fine yeah okay how many should i put down uh do one there do you want it to touch each wall right i mean right now all your all your um fog machines are in the middle okay so like you would need to do one on either side of them all right i can do that is it too much no

it's not actually it's actually not that crazy all right that's good i'll grab a few more then is that at the right spot let me look it's that close to the wall uh i would move it a little bit closer to the other one okay all right do we have enough snow you think uh it reaches everywhere but like near the tunnel area and you have one that's yellow right now yeah i do have one that's yellow okay what about now over here yeah yeah yeah that looks good is it good enough

now yeah i think it should be as long as you're not like crazy looking up at it you know oh man the daytime's a little crazy oh oh wow i mean i think it looks good though i think it looks good though okay okay as long as you don't zoom up it looks good exactly okay i'm gonna get started over here in the hot chocolate place because that is quite an important thing because we literally have less than 10 minutes now uh-oh yeah okay go ahead and start on that and then we'll just

spam trees around the place exactly that's what we need to do for sure i wonder how they are doing right now oh my gosh i don't even want to think about it i wonder if they are as stressed as we are oh my gosh who wouldn't be stressed on a time limit that is so true what else should i get some donuts in here i can't remember what i put inside the hot chocolate stand uh i know you had yeah the tea okay and then you had like the stars on the wall okay okay okay i got it i got it

how's it going with the chairs almost done yes i bought the last two right now okay remember we wanted to put some like things next to the road as well some what are they called again fences yeah fences yes i can do that while you're working on the hot chocolate place because i'm almost done here all right why do you have so many wheels around here i don't know i'm sorry i'm sorry i can't delete these they're all here just chilling you can't delete them oh no

best builders vs iamsanna and moody in adopt me roblox

no only you can delete them but okay got this this is so stressful


i can't believe how fast time really went oh yeah time went by way too fast it really did what do you want me to delete here what do you don't you need you don't need all of these texts or the barriers or the glitched out chair over here on this side oh my god okay there we go okay all good yes yes perfect barrier and this one oh my god i don't feel like it's ready i don't feel like it's ready

okay let's put a thing right here two minutes


your head is about to get squished oh my god


stop buddy i'm stuck i need you to move for a second is that does that look good oh my god come on we need trees i bet we're gonna forget lots of things that we wanted to do oh yeah probably why didn't this barrier go away that i put down okay uh this does not look ready


what do we do what do we do here we literally have a minute left uh trees when in doubt put trees okay

okay when in doubt put trees good lesson for us all oh no we need stuff on like candles on the table okay no candle oh my god candles


get candles right now i'm trying it's not that is not showing up i hate that glitch oh i hate that too is it working now is it working yes and flowers flowers too we need those i prefer the other candles though which ones these ones uh yeah those are nice those are nicer those are nicer come on oh my god we need lights lights lamps lights fire we

need fire put a fire pit maybe here what about these cute things do we get a fire pit or not uh yeah sure why not like where right here yes are you sure yes let's do it where in the middle in the middle right here yes okay okay book color uh red red like that okay i think the time is up


oh man oh this is so stressful wait where'd you go i'm in here what do you think about the couch is it good or not yeah i like everything in here okay perfect let's just put one single

window right here yes all right time is up this is awful i'm so s i'm so nervous for this oh my oh no i'm scared i am super scared as well but i feel like we did everything we could oh we should have put a bowl on top of their head oh my god she did the little ball wait what do you mean santa what do you mean a bowl a bowl yeah for the little ball on top of their head oh my god yeah we forgot about that oh i just sneak a little sneaky snow oh my god that is huge okay that i don't

know that doesn't look good it doesn't look good oh no okay oh i'm nervous i'm nervous too oh my god this is not good okay wait maybe we check out ours first sure wait i don't know who goes first oh my god i'm so nervous oh my god i've never built so fast you guys we go first i'm nervous i'm so nervous oh my gosh i guess we could just go check it out then oh my god they were literally building so fast my hand doesn't even hurt that much this is so awkward

oh my god we're about to show what we just did for the past 30 minutes oh no i'm nervous i can't i can't i can't okay how's it gonna come in no look at me this is embarrassing oh my god they probably think this is so awful oh my gosh okay i don't want to look at what they say yeah me neither me neither they're just they're just standing there they're like really oh oh my god they said oh wow oh my gosh no way oh come over here come over here they said no

way whoa what they're actually like impressed they're just saying it to be nice oh she's taking some hot chocolate oh nice nice oh my god sad face for our build what do you mean no way their build has to be a lot like ten times better than ours oh my god okay well i'm i'm excited to see what what their build is about so maybe we should go over to their house yes let's go to their house oh my god this is not what i thought aloha this looks great oh and i'm nervous

i'm nervous too and i'm about to pee myself still no don't do that oh man all right i guess we're about to head over to their house she's still got the hot chocolate with her she's enjoying it oh yes okay let's wait for them to walk in first oh yeah for sure i'm not walking in first i'm so nervous right now i'm nervous too oh is he gonna let us go at first i totally scared why is he standing there i don't know you go first you go you go no what do we

do oh my god haha you go oh my god they're gonna go in okay are you ready i'm nervous now okay go go go go come on oh my god oh my god what this is so cool this doesn't even look like the same building with all these structures oh my god this is so cool they literally had a totally different approach wow i love this look at this place oh my god i'm just walking on the table right now this like wall with the little glass right here i like this a lot yeah this is so cool yeah if

you were there sleepy i could watch you sleep hello no this is amazing oh yes oh and they have pizza oh wait where's the oven excuse me where's your oven at oh my god this looks so cool i love this house so much she said not enough time no it was so stressful oh yes this was a stressful challenge not what i thought it was so amazing but yeah we went for completely different approaches which is amazing because i love that you guys did great oh thank you this is i really like it i love how

they always use use these poles and all the different structures and stuff like i always forget about that they yeah this is really good i really know how to make a house look completely different than what it started out as literally i don't even recognize this as the tree house it's it's super amazing oh my god they did such a great job i thought this was such a fun challenge wow this was so much fun all right guys well thank you so much for watching this video make sure to check

out madame madhouse and poetic demon of course thank you guys so much for watching we see you soon bye you

Source : iamSanna

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decorating my FIRST HOUSE in adopt me... big yikes


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